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Plenty of lending companies, funding companies have tried

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to start their own broker shops or in-house sales offices,

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and they, they buy a bunch of chairs.

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A bunch of seats. Right. They get an office, they say,

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we'll fill it up with bodies and we'll just do it ourselves.

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And they buy leads

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and they they do, they do, uh, at face value.

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Yeah. You know, they do, they try to replicate the formula

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of what's supposed to make a broker shop work,

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and then oftentimes it ends up not working.

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Yeah. They're like, how come we did

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what some other company did, but it didn't work for us?

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And they start looking for the answer to what that is.

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And the answer is, it's about the culture

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and it's about the relationships.

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And that's what makes everything tick.

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Uh, there's an old, you know, old, uh, adage in the industry

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that it's kind of hard to acquire a broker shop or an iso

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because what are you actually acquiring?

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You're acquiring the people. Mm-hmm.

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The people are the business. Right.

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And if you acquire the shop,

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but you don't necessarily acquire the people

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or maintain the culture that they were used to,

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then you might not have acquired very much.

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That was one of the most, uh, most important takeaways.